USA. The Duty Free World Council Academy (DFWCA) has launched an updated certificate course, further advancing its commitment to delivering responsible training in travel retail.
The revised content covers insights such as the growing demand for travel retail exclusives, as well as the footfall challenges resulting from shifts in passenger demographics, particularly the decline in high-spending Chinese travellers.
It also addresses the rise of Gen Z shoppers, who demand more than the usual duty-free and travel retail options.
DFWCA highlights the importance of a universal, accredited standard of training for frontline sales professionals to better understand evolving market dynamics and their impact on consumer behaviour in airports, ferries and cruise ships.
The updated content was developed using data and insights from m1nd-set, PI Insights and Generation Research, and translated into an engaging learning format by respected industry expert Nicola Wells of USP Consulting.
The Academy’s Advisory Group, comprising members drawn from leading retailers and brands, provide constant review and guidance on educational content to ensure it remains accurate and up-to-date.
A non-profit organisation, DFWCA recognised Generation Research for their detailed analysis of global and regional sales patterns across product categories, and m1nd-set and PI Insights for offering consumer and category insights to support the course’s educational framework.
The revised material also reflects both the opportunities and challenges shown in the data, reinforcing the need for retail staff to apply this knowledge in customer interactions.
A key arm of the Duty Free World Council, the Academy aims to enhance industry standards through targeted training in core skills and information.
Courses offered by the Academy include a comprehensive industry overview in Certificate in Duty Free and Travel Retail and category-focused Responsible Retail training, all delivered through ACI World Training’s advanced e-learning system.
Since relaunching in 2021, the Academy has welcomed almost 13,000 enrolments, supported by key travel retailers such as 3Sixty Duty Free, Avolta, Dubai Duty Free, Qatar Duty Free and Harding+.
For additional information on the Academy and its course offerings, please visit their website. ✈
